From Story to Stay: Boosting Snowmass Visits with Props

Snowmass Village

Snowmass is one of Colorado’s premier mountain destinations, known for world-class skiing, summer recreation, and family-friendly alpine experiences. Facing intense competition from other Rockies resorts, Snowmass sought a marketing system that could both differentiate its story and deliver measurable digital performance.

Mission

Snowmass offers an unforgettable vacation experience, but they wanted to find a fresh way to draw more visitors to their site. The solution was clear: Props strategically worked with two standout creators whose authentic storytelling perfectly captured the essence of this destination, bringing its unique appeal to life in a way that resonated with the target audience.

Props approach

Props partnered with outdoor storytellers—hikers, skiers, and family explorers—who credibly narrated their experiences at Snowmass. Each story was published on the Snowmass site, giving the resort control over traffic and first-party data. The narratives highlighted the emotional pull of alpine adventure, from sunrise hikes to family ski days and après-ski culture. As visitors moved deeper into the funnel, stories integrated Snowmass offerings more explicitly, and creator endorsements drove conversion clicks to packages and lodging.
Distribution ran through creators’ handles on Meta and TikTok, preserving authenticity while delivering precise reach. Paid media was optimized for traffic and conversion, while retargeting pools captured new audiences for continued engagement. This system turned lifestyle storytelling into a measurable driver of high-intent traffic, reinforcing Snowmass as more than a resort—an authentic cultural destination for all seasons.
The campaign outperformed benchmarks on Facebook, delivering cost-efficient visitation intent and strong traffic. On TikTok, performance held at benchmark while expanding reach among younger, mobile-first audiences.
The program also expanded Snowmass’ retargeting pools, strengthening its ability to nurture audiences toward bookings. Beyond immediate results, the campaign validated the Props Effect: Snowmass’ own digital campaigns became more efficient when run alongside Props-led media.
By reframing alpine recreation through creator-led storytelling, Props helped Snowmass build trust with younger audiences and expand its brand relevance beyond skiing.
results

What we accomplished

The campaign delivered efficient traffic acquisition, benchmark-beating social performance, and measurable growth in remarketing capabilities. Snowmass emerged not only as a top mountain resort but as a four-season cultural destination capable of winning the next generation of travelers. Due to Props' inbound strategy, Snowmass Village saw a 68% increase in site visitors compared to the same period last year, doubled their goal in impressions, and attracted over 90% new visitors to their website.
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Real Stories. 
Unreal Results.™

Props is a performance-based creator marketing platform that helps brands win new customers. We unite the credibility of creator storytelling with the precision of paid media, delivering measurable outcomes, not vanity metrics. Powered by proprietary technology, Props ensures every client engagement drives ongoing, tangible business results.
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